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Use data to inform 
product decisions 
Why we do need data to inform product development
Imagine this ...
... or this
Outline 
Why 
What 
Driven vs Informed 
5 things to be mindful of
Why do we need data?
Why do we need data?
What data do we need? 
It’s about asking the right questions, you fool!!
Data & the product lifecycle
What do we want? 
Question: Is there a market need for driverless tractors? 
Assumption: My users want to spend less time ...
Data & the product lifecycle
How should it work? 
Questions: How should people find and use their 
personalised TV Guide? What should they do next? 
As...
Data & the product lifecycle
How is it working? 
Question: Is our product / feature meeting the hypothesis? 
Assumption: Our users will use this featur...
Data driven
Data driven 
A/B or multi-variate test continuously 
! 
Focus on the “One Metric That Matters” 
! 
Build hypothesis around...
BUT... What data cannot tell 
Is it a good product idea? 
! 
Metrics do not always offer you the full 
picture 
! 
Data is...
Data informed
Data informed 
Strategy 
Data 
Intuition 
Users 
Technology 
Competition 
Brand 
Business 
Regulation 
Time
Data informed 
Data is one of the factors to consider 
! 
Focus on the questions that you want 
answered 
! 
You cannot re...
5 things to be mindful of 
Focus on asking the right questions 
! 
Data can’t replace intuition 
! 
Listen to the data and...
SO ... 
Embrace the data, don’t fear it!
Thanks! 
marcabrahamlondon@gmail.com 
! 
marcabraham.wordpress.com 
! 
@MAA1 
! 
! 
!
Related links 
http://svpg.com/assessing-product-opportunities/ 
! 
http://www.romanpichler.com/blog/goal-oriented-agile-p...
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Pivotal Tech Talk - Using data to inform product decisions (22.10.14)

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Why is important to use data to inform product decisions? How can you best use data as part of the product lifecycle? This talk about the role that data can play in informing decisions (and answering questions) at different stages of the product lifecycle.

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Pivotal Tech Talk - Using data to inform product decisions (22.10.14)

  1. 1. Use data to inform product decisions Why we do need data to inform product development
  2. 2. Imagine this ...
  3. 3. ... or this
  4. 4. Outline Why What Driven vs Informed 5 things to be mindful of
  5. 5. Why do we need data?
  6. 6. Why do we need data?
  7. 7. What data do we need? It’s about asking the right questions, you fool!!
  8. 8. Data & the product lifecycle
  9. 9. What do we want? Question: Is there a market need for driverless tractors? Assumption: My users want to spend less time on the tractor so that they can spend more time on other tasks Assumption: Sitting on a tractor all day isn’t the best use of my time Hypothesis: We believe this is true if the users of our MVP spend 20% more time on the farm Approaches: One Single Metric, Prototypes, MVP, Direct Observations, Competitor Analysis
  10. 10. Data & the product lifecycle
  11. 11. How should it work? Questions: How should people find and use their personalised TV Guide? What should they do next? Assumption: People will expect to find their personal TV Guide under the “Guide” tab. They will then switch to the ‘full’ TV Guide to see what else is on Hypothesis: We believe that our users will discover new content on the app if their personal guide is easier to find. We know this is true if there’s a 30% increase in click-through rate from the personal TV Guide by Dec ’14 Approaches: A/B and MVT, behavioural plan & KPIs, user stories & metrics, prototypes and user testing
  12. 12. Data & the product lifecycle
  13. 13. How is it working? Question: Is our product / feature meeting the hypothesis? Assumption: Our users will use this feature to create and manage their holiday plans because it is so easy to use Hypothesis: We know that our assumption is correct if we see a 30% increase in the number of users creating new holiday plans through this new feature by December ‘14 Approaches: Usage tracking, user testing, product retrospectives and refine or reject hypothesis
  14. 14. Data driven
  15. 15. Data driven A/B or multi-variate test continuously ! Focus on the “One Metric That Matters” ! Build hypothesis around key KPI ! Optimise your product based on data ! Are we making a noticeable difference?
  16. 16. BUT... What data cannot tell Is it a good product idea? ! Metrics do not always offer you the full picture ! Data is one of the factors that feed into a decision ! We typically do not own all product decisions
  17. 17. Data informed
  18. 18. Data informed Strategy Data Intuition Users Technology Competition Brand Business Regulation Time
  19. 19. Data informed Data is one of the factors to consider ! Focus on the questions that you want answered ! You cannot replace intuition or creative ideas with data ! Assess impact on relevant areas
  20. 20. 5 things to be mindful of Focus on asking the right questions ! Data can’t replace intuition ! Listen to the data and act accordingly! ! Build and launch with data in mind ! Be clear on hypothesis, sample size and timings
  21. 21. SO ... Embrace the data, don’t fear it!
  22. 22. Thanks! marcabrahamlondon@gmail.com ! marcabraham.wordpress.com ! @MAA1 ! ! !
  23. 23. Related links http://svpg.com/assessing-product-opportunities/ ! http://www.romanpichler.com/blog/goal-oriented-agile-product-roadmap/ http://vimeo.com/14999991 http://www.realityisagame.com/archives/390/wooga-follows-zynga-in-metrics-driven-game-design/ http://marcabraham.wordpress.com/2013/05/03/book-review-lean-analytics/ http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/ http://marcabraham.wordpress.com/2013/09/09/some-considerations-regarding-data-driven-design/ http://insideintercom.io/the-problem-with-data-driven-decisions/ http://www.webdesignerdepot.com/2013/05/the-perils-of-ab-testing/ http://andrewchen.co/2008/09/08/how-to-measure-if-users-love-your-product-using-cohorts-and-revisit- rates/ http://codeascraft.com/2012/06/21/building-websites-with-science/

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